MMT resources - to help you move forward in data-driven marketing

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TV attribution based on online activity data

Attribution modeling is used by advertisers to determine the value of different channels on their marketing, which helps them understand which channels provide the most benefit to their marketing campaign, and thus make better decisions about using them in the future. In the case of online advertising, the task is fairly simple. When it comes to offline advertising, such as TV, the task is much more complicated. Getting actionable metrics and insights is a challenge, due to the media break between TV and the web. In this article, an approach is presented that enables TV modeling to effectively allocate investments [...]

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